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A web banner or banner ad is a form of advertising on the World Wide Web delivered by an ad server. This form of online advertising entails embedding an advertisement into a web page. It is intended to attract traffic to a
website by linking to the website of the advertiser.
Ad sizes have been standardized to some extent by the IAB. Prior to the IAB standardization, banner ads appeared in over 250 different sizes. However, some websites and advertising networks (outside the Eurosphere or North
America) may not use any or all of the IAB base ad sizes.
Web banners may be driven by different types of technologies and thus offer different levels of usability. The main types of web banners are: